Plan estratégico de comunicación y marketing digital para la Empresa Mujeres WOW

Abstract

Abstract: This Curricular Integration Work focuses on the planning and design of a strategic communication and digital marketing plan for the company "Mujeres WOW." Effective solutions have been diagnosed and proposed to enhance the current management of communication and digital marketing, emphasizing specific strategies to increase online visibility and positioning. In Chapter One, we address the bibliographic sources that allowed us to develop a consistent theoretical framework. In Chapter Two, we present the methodology using a mixed approach that combines qualitative and quantitative methods, which is crucial for understanding the situation of Mujeres WOW. Chapter Three displays the results of applied tools, laying the foundation for the development of the digital communication and marketing plan discussed in Chapter Four. We propose the necessary strategies and actions to capitalize on the identified opportunities for the company. The research contributes to the continuous growth of the company, strengthening its position in the market, and promoting female empowerment, with valuable insights for academia in areas such as the fintech ecosystem and the impact of social networks on female entrepreneurship.